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42nd Edition, Summer 2011 It‟s a hack‟s life Simon Boughey Simon Boughey is a Cambridge graduate who has chosen in spite of (perhaps be- cause of) a childhood stammer to become a freelance financial journalist, presenta- tion coach and actor. He has worked in New York and now in London on a number of leading publications, such as the Financial News, Euromoney, and International Financing Review. He also writes for Icap, the City broker. We are very grateful to Grant Pearson Brown Simon for writing an article about what journalists are trying to achieve; a rare and Consulting Ltd. valuable glimpse of the „other side‟ in media interviews. The Presentation & Business Development Journalists are often sadly misunder- Specialists stood. Those who pose as fake sheikhs for the purpose of entrap- Advice squeezed ment, those who tap telephones of straight from the the beautiful, and those who rig up experts concealed cameras to record deli- ciously bizarre amatory entertainment give us a bad name. The vast bulk of reporters working in the news indus- try don‟t work for tabloids and aren‟t like that. At the most fundamental level, when journalists contact an institution or person, they are looking for simple information. They have jobs to do, white space to fill before they go home, but they often don‟t know all In this edition: the facts or even half the facts. There It’s a hack’s life is a lot of often quite tedious legwork to be the “who, what, when, where and why” format By Simon Boughey done in tying down the relevant facts about a of basic reporting. These are the “Five Ws” that Journalists are often sadly misunderstood—an story. To be sure, they will often have a par- have to be answered. These details should be insider’s view ticular angle with which they are approaching put at the top of a story, and then it builds a story, but this won‟t work unless the facts with comments from concerned individuals. What’s in a face? Quite a lot actually.. By Tim Farish add up. An insight into Eckman’s This is why journalists get annoyed, and then FACS system By the same token, journalists are also looking suspicious, when the most basic and seem- To Russia with a mission for confirmation or verification of what they ingly innocuous information is denied. It re- By Alastair Grant have been told by someone else. If, for exam- tards the development of a story, means we There are opportunities to be made if you go beyond ple, a comment has been passed about an in- can‟t go to the pub yet, and makes us far less the stereotype dividual or firm then the story looks a great inclined to look kindly upon the withholder of Taking chunks out of deal less convincing if that individual or firm information. We might also feel that if a pub- complexity has not had the chance to reply. This is how a licly owned company, for example, denies the By Ewan Pearson story builds up. Every journalist is told (or most basic information about its financial deal- Audiences need ‘chew time’ should be) from the earliest days on the job ings (which other similar publicly owned firms Continued on page 2 42nd Edition, Summer 2011 It‟s a hack‟s life...continued fess up willingly), then we have a responsibility robust denial, the subject might confess to to dig up the facts and not be stonewalled. some other misdemeanour by accident. For example, “Is it true that you are very unhappy Moreover, it seems to journalists that the with the role performed by (JP Magan) in this simple and most pressing responsibility of the deal?” Answer: “No, not at all. That is com- ever-burgeoning public relations industry is to pletely untrue. It is (Levitt Brothers) that messed do precisely that: to stonewall. To deny the it up.” most basic information in a particularly earnest and humourless manner. Public relations offi- Finally, any interview subject should be aware cials are the people that journalists believe are of the rules of on the record and off the record. the real practitioners of the black arts. Unless an interviewee says this at the top of a phone conversation, it is assumed to be on the Even when the PR people do allow access to a record and any comments made can be used senior person at the firm or bank, the officious and attributed. If the interview is specifically off or nervous ones, can seek to control the the record, or “on background”, then the process by, for example, disallowing questions comments provided cannot be attributed. not covered by the previously arranged brief. Often an entire conversation will be on back- But journalists don‟t like sticking to a script and ground, but then the journalist may use quotes ideas may be stimulated in the course of the only if checked by the public relations official interview. and/or the interviewee before publication. These details should be arranged in advance. In this regard, it‟s worth pointing out that, gen- erally journalists are not seeking to make some- However dishonourable, and often on a Babylo- one‟s life a misery and are not, generally, seek- nian scale, journalists might be in their private ing to score points. It would be naïve, of lives, I have never known one abuse this Advice squeezed course, to assume that journalists are not also system. At the end of the day, they want to straight from the interested in bad news more than good news. build relationships that can be exploited in experts Conflict and controversy sell. Who is not more the future, and it is not in their interest to be fascinated by a story about a devastating dishonest. tsunami than a fireman rescuing a lost kitten? Journalists love anything that suggests that events in a business or government have not turned out as they were intended, and that, consequently, people are at each other‟s throats. Such stories are more ex- citing to write and more fun to read. In my experience as a financial journalist, one of the best stories I ever wrote was about a treasurer of a European firm who man- aged to shoot his assistant treasurer on a hunting expedition to the Black Forest. This sub-Sherlock Holmes tale was ever so much more interesting than the latest sterling denominated bond issue. To get to the controversy, journalists might sometimes ask a question to which they know the answer hoping that the interviewee will reveal more than he or she intends in responding. In making a 2 42nd Edition, Summer 2011 What‟s in a face? Quite a lot actually... In 1992, shortly after Bill Clinton entered the White House as the new President of United States, his office received a phone call. It was answered by his recently appointed Head of Communications. „Please trust me, I am calling with the best of These are a series of subtle facial gestures that intentions but I‟m worried for the President‟ communicate emotion through the different the voice on the other end of the line said with actions of facial muscle groups. These groups a great deal of concern. „Bill Clinton‟s got this each produce a different emotion and can be Tim Farish way of rolling his eyes along with a certain understood in practically every culture in the expression and what it conveys is “I‟m a bad world. To test the universality of his theories, boy”. I don‟t think it‟s a good thing and I could he went to Papua New Guinea in 1967, and teach him how not to do that in two to three spent time with a tribe who had never seen hours. The thing is his facial gestures give the other human beings from outside their tribe, impression that he‟s like a kid who has his or even their own faces in a mirror. When his hands in a cookie jar. I‟m telling you, this guy theories stood up during 12 months of testing is going to do something and he‟s going to get in this remote village, he knew he was onto found out‟. Understandably, the new Head of something groundbreaking. Communications quickly put the phone down and dismissed the caller as another crackpot. He discovered that there are 6 key emotions These people unfortunately do call and get that can be recognised in the face (see through the Whitehouse switchboard from time pictures) which are recognised universally. to time, he reminded himself. Except that the person on the other end of the line was far from being your standard weirdo. Strange maybe, unusual certainly but no crack- pot. In fact, the person dialling the White Advice squeezed House was Professor Paul Eckman, one of the straight from the world‟s leading facial experts, and what he had experts seen in a recent television interview of the new President had caused him great concern. He had watched the same clip, over and over again just to be sure, and then he‟d been compelled to get on the phone. What he‟d seen had convinced him that the Happiness can be recognised by a wide smile new President was capable of lying and that he and a lighting up or activation of the eyes. The thought he could get away with it. He knew the key thing for a genuine smile is that both top signs, as he had been researching facial and bottom parts of the face are working.

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